I recently got a call from a morning show I’ve worked with in a panic because they had a bad month in PPM. A poor monthly is NOT cause for panic as a shift in just a couple of high value meters can ruin anyone’s month. Your biggest user could be on vacation, or — God forbid — out of the panel altogether. Great shows have a bad month once in a while, and shows that suck can occasionally do well.
A poor month is not reason enough to think there is an issue on your show. Just like one great month is not a reason for you to think you’ve gotten everything right and you are now a market dominator. I watch weeklies and even unweighted quarter hours in several markets. I take them with a grain of salt. Now, trending down for 6 months in a row — that’s a little different. But a bad week or even bad month in PPM can happen to anyone. What’s more important is what’s coming out of the speakers.
Don’t Judge Success by Phone Lines
Some shows base their success on listener response. However, that could be misleading. The on-air feature with a psychic always lights up the phones for hours. But that doesn’t mean it is a success. In fact, it’s one of the biggest listener tune-outs. Your phones are ringing because everyone wants THEIR fortune told, but none of them care about anyone else’s. Features like this can often lead talent into a false sense of audience engagement.
The same applies to contests. If you gave the number and were giving away a bucket of dog poop, the phones would ring and you’d get a winner. They just wouldn’t pick up the prize.
I would always suggest listening to your work to decide if it’s entertaining, memorable, and touching an emotion. Are you making the listeners laugh, cry, or even angry in the course of your show? Are you giving the audience something to talk about with others? Would the average person want to come back tomorrow because they fear they are missing something?
Find an Honest Voice
If you feel you cannot judge your work, turn to an expert. If you’re at iHeartMedia, ask your manager if you can reach out to Dennis. At Audacy, send a note to Mike. Perhaps your company would consider hiring Steve, Angela, Randy, or even me — sorry, shameless plug. But if none of those are within the realm of possibility, look down the hall.
I’m sure there is someone in your sales department who doesn’t know what time you’re even on the air. They are that person who you always see listening to Spotify. Or at least you assume that by the ear buds and total lack of knowledge about the station. Ask that person for a few minutes and play some breaks. After all, if someone who wouldn’t listen likes your work, you could be awesome.
One of the keys to a successful show is making content for the least interested. There’s usually someone in the building who fits that bill. Never rely on your significant other or even a parent for honest feedback. They will just tell you what they think you want to hear in most cases.
Content Creates Ratings
Always remember, Nielsen is not the judge of your show. In diary markets, the overall image of the show is what gives you ratings. Longevity, consistency, and having a good reputation can help spell success. The number of diary panelists is far greater than the meter holders who judge in the PPM markets. There, it really can be just a couple of meters determining whether you’re doubting yourself or in line for a bonus. But making great content always tilts the odds in your favor.
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Jim Ryan is a Music Radio columnist for Barrett Media. In addition, he runs Jim Ryan Media LLC, a consulting company which assists major market radio brands and top talent including national radio personality Delilah. Prior to relaunching his consultancy in 2025, Jim spent 15 years with Audacy/CBS Radio, serving as SVP of Programming. Among his responsibilities included programming WNEW-FM and WCBS-FM. His career includes additional programming stops in Los Angeles, San Francisco, and Houston. Jim was voted the #2 PD of 2024 in Barrett Media’s Top 20 series in the AC category. He can be reached by email at Jim@JimRyanMedia.com.